No more Tostitos for the Fiesta Bowl; Discover parts ways with Orange Bowl

Posted by Kevin McGuire on June 9, 2014, 11:26 AM EST

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All of the Tostitos have been put to rest. Tostitos, an 18-year sponsor of the Fiesta Bowl, will no longer be the corporate sponsor for one of the biggest bowl games in college football. Neither will Discover, which had sponsored the Orange Bowl for the last four years. According to a report by The Sports Business Journal, both corporate sponsors will part ways with their bowl games as college football opens the new College Football Playoff era in 2014.

The SBJ reports the Orange Bowl will still have a credit card company attached as the top sponsor, with Capital One closing in on a deal to replace Discover. If the deal becomes official, it is expected Capital One will drop the naming rights for the Capital One Bowl. Hey, we got the Peach Bowl back. May we now please have the Citrus Bowl back? Pretty please?

The top sponsor for the Fiesta Bowl is now up for grabs. The decision for the Tostitos brand to separate from the Fiesta Bowl is a bit of a surprise given the long-standing history with the postseason bowl game. Since the bowl’s introduction, there have only been three sponsors for the Fiesta Bowl. Sunkist was the game’s first corporate sponsor in 1986 through 1992. IBM followed with a three-year sponsorship before Tostitos took over in 1996.

maybe these guys finally figured out that most of the public thinks its a terrible idea to name a bowl game after a company.. lookin at you OBrady Beefeater Bowl or whatever other stupid branding idea they have out there

Just more proof that the bowls should never give up their traditional names. Are we now going to have the Capital One Bowl AND the Capital One Orange Bowl? Could happen, if their contract isn’t up with the formerly known as Citrus Bowl!
I think this is all kinda funny and shows the bowls they should keep the traditional name. Maybe it isn’t so bad to tag a sponsor’s name on to the traditional name, but don’t ever just replace it. Those sponsorships will change, often sooner than later.

dmvtransplant says:Jun 9, 2014 11:58 AM

Let’s be honest the Fiesta bowl is the at-large bowl bid teams get if they can’t make the better ones. Just ask Oregon, Ohio State or UCONN.